PICKIA
Pakistan's On-Demand Transport Platform
Pre-Development Documentation Suite
8 Categories · 77 Documents · Professional Pre-Development Deliverables
✓ Prepared for Sir Saleem
P1 Critical — 43 Docs
P2 Important — 27 Docs
P3 Standard — 8 Docs
🔒 Confidential · Internal Use Only · Sir Saleem Review Copy
Master Document Index
All 77 documents required before development begins. Rule: Development does not start until all P1 — Critical documents are approved by all co-founders.
About Pickia: Pickia (formerly LoadUp) is a product of Analytics Nest Pvt. Ltd. — Pakistan's first on-demand platform combining Goods Transport, Family & Group Transport, and Parcel Delivery in a single mobile application.
| Category |
Documents |
Priority |
Color Code |
| Category 1 — Product Discovery | 8 Documents | P1 Critical | Blue |
| Category 2 — Requirements | 8 Documents | P1 Critical | Red |
| Category 3 — UX & Design | 13 Documents | P1 Critical | Purple |
| Category 4 — Technical Architecture | 12 Documents | P1 Critical | Teal |
| Category 5 — Flowcharts & Process | 12 Documents | P2 Important | Green |
| Category 6 — Testing | 6 Documents | P2 Important | Orange |
| Category 7 — Project Management | 10 Documents | P2 Important | Dark |
| Category 8 — Driver & Operations | 8 Documents | P3 Standard | Dark Red |
| TOTAL | 77 Documents | | |
6-Week Execution Timeline
| Week | Documents to Complete | Focus |
|---|
| Week 1 (June 8–14) | Project Charter (DOC-60), RACI Matrix (DOC-61), Risk Register (DOC-63), Master Documentation Suite Index | Project Setup & Planning |
| Week 2 (June 15–21) | Problem Statement (DOC-01), User Personas (DOC-03), JTBD (DOC-04), Empathy Map (DOC-05), Customer Journey Map (DOC-06), Pain Points Map (DOC-07), Value Prop & Naming (DOC-08), BRD (DOC-09), Driver Earnings Model (DOC-N-A), App Architecture Split Decision (DOC-N-E) | Discovery & Core Decisions |
| Week 3 (June 22–28) | Market Research (DOC-02), PRD (DOC-10), User Flows (DOC-18), FRS (DOC-11), NFR (DOC-12), Priority Matrix (DOC-13), Scope (DOC-14), Assumptions Log (DOC-15), Glossary (DOC-16), Info Architecture (DOC-17), Pricing Calculator Logic (DOC-N-B) | Requirements & Flow Diagrams |
| Week 4 (June 29–July 5) | Low/Mid/Hi-Fi Wireframes (DOC-19, 20, 23), click Prototype (DOC-21), User Testing (DOC-22), Design System (DOC-24), System Architecture (DOC-30), Sprint Plan (DOC-62), Definition of Done (DOC-66), Onboarding Flow (DOC-N-C), Admin Dash Requirements (DOC-N-D) | Wireframes, Prototype & Design |
| Week 5 (July 6–12) | Database Schema (DOC-32), API Design (DOC-33), DFD (DOC-34), Sequence Diagrams (DOC-35), State Diagrams (DOC-36), Integrations (DOC-37), and all 12 Business/Process Flowcharts (DOC-42 to 49, 52, 53) | Database & API Technical Specs |
| Week 6 (July 13–19) | Security Architecture (DOC-38), AWS Infrastructure (DOC-39), Test Plans & cases (DOC-54 to 59), Driver/Customer Terms & Conditions, Privacy Policy (PECA 2016) (DOC-70 to 77) | Security, Testing & Legal Launch Prep |
| July 20, 2026 | Sprint 0 Kickoff — Development Begins 🚀 | Development Go-Live |
Category 01 of 08
Product Discovery Documents
Understanding the problem, users, and market before designing anything · 8 Documents · P1 Critical
1. Purpose
This document clearly defines the exact problem Pickia is solving, why it exists, who it affects, and what success looks like. Every team member and stakeholder must agree on this before any other work begins.
2. Problem Statement
| Problem in one sentence | _______________________________________________ |
| Who has this problem | _______________________________________________ |
| How often does it occur | _______________________________________________ |
| Current solution (if any) | _______________________________________________ |
| Why current solution fails | _______________________________________________ |
3. The Problem — Detailed
Goods Transport Problem
- Millions of Pakistanis purchase electronics and furniture daily from markets
- No organized, app-based, on-demand system exists to transport goods home
- Customers waste 2–4 hours negotiating with multiple suzuki/truck drivers
- No price transparency — each driver quotes a different rate
- No tracking, no accountability, no guaranteed service quality
- Labour for floor delivery must be arranged separately — additional time and cost
Family & Group Transport Problem
- Families need group vehicles (Hiroof, Coaster) for weddings, picnics, and baraats
- All bookings are done by phone — no app-based platform exists in Pakistan
- No pre-booking option available — everything is arranged at the last minute
- No automatic vehicle suggestion based on passenger count
- No accountability if the driver cancels or sends the wrong vehicle
Parcel Delivery Problem
- Customers need instant, reliable, app-based motorcycle parcel delivery for documents, food, or small packages under 10kg
- Existing motorcycle delivery apps (Bykea, InDrive) suffer from high cancellation rates and pricing negotiation games
- No standard 10% platform commission matching platform standards, which hurts driver/rider earnings consistency
- Lack of accountability and real-time transit proof leads to lost or stolen parcels
4. Problem Validation
| Number of people interviewed | 40+ drivers/riders + 30+ market customers |
| Key quote — customer interview | "Main ne fridge kharidi lekin ghar pohanchana bahut time waste hai" |
| Key quote — driver interview | "Ghanton baithna parta hai, koi nahi aata. App se kaam milega toh bahut acha hoga" |
| Driver/Rider interest in Pickia app | All drivers and motorcycle riders expressed strong interest in joining the platform |
| Customer interest in Pickia app | All customers confirmed the problems across all three services and confirmed they would use the app |
5. Success Criteria — How Will We Know the Problem Is Solved?
- Customer books a truck or motorcycle rider in under 3 minutes from app open to confirmation
- Driver/rider receives booking notification without waiting roadside for hours
- Zero price negotiation — upfront locked price is always shown before booking
- Labour is automatically assigned for floor delivery — no separate arrangement needed
- Pre-booking available up to 7 days in advance for group travel and events
- Instant parcel dispatch picks up within 10 minutes with mandatory photo proof at pickup and drop-off
CEO
___________________
Signature & Date
Product Manager
Syed Nizam Uddin
Signature & Date
CTO
___________________
Signature & Date
COO
___________________
Signature & Date
1. Market Overview — Pakistan (Phase 1 Target)
Phase 1 Focus: Pakistan domestic market only. International expansion (Qatar, UAE) is planned for Phase 3 (Year 2+) and is out of scope for Phase 1.
| Market | Population / Data | Source |
|---|
| Pakistan Total Population | 240 Million+ | PBS 2023 |
| Karachi Population | 16 Million+ (corrected — PBS 2023 Census) | PBS 2023 |
| Lahore Population | 14 Million+ | PBS 2023 |
| Islamabad + Rawalpindi | 5 Million+ (combined) | PBS 2023 |
| Pakistan Smartphone Penetration | 60%+ and growing | GSMA 2024 |
| Pakistan Informal Transport Sector | Highly fragmented — no dominant organized player | Market Research 2025 |
2. Target Market — Goods Transport
| Market Segment | Location | Est. Daily Transactions | Opportunity |
|---|
| Electronics Markets | Saddar (Karachi), Hall Road (Lahore), Melody Market (Islamabad) | 5,000+ | High |
| Furniture Markets | Tariq Road, Sheranwala Gate, Johar Town | 3,000+ | High |
| Home Shiftings | All urban areas | 2,000+/day | Medium |
| Wholesale Markets | Jodia Bazar (Karachi), Shabbir Market (Lahore) | 4,000+ | High |
| E-commerce Bulky Items | Daraz, OLX heavy items | 1,000+ | Growing |
3. Target Market — Family & Group Transport
| Occasion | Frequency | Vehicle Needed | Avg. Booking Value |
|---|
| Weddings & Baraats | Weekly in every city | Coaster, Hiace | PKR 8,000–20,000 |
| Family Picnics | Weekly (weekends) | Hiroof, Hilux | PKR 3,000–8,000 |
| Office Team Trips | Monthly | Coaster, Hiace | PKR 5,000–12,000 |
| Out-of-City Holidays | Monthly | Hiroof, Hiace | PKR 8,000–20,000 |
| School / College Trips | Monthly | Coaster, Mini Bus | PKR 10,000–25,000 |
4. Competitor Analysis
| Competitor | What They Do | What They Don't Do | Our Advantage |
|---|
| InDrive | Passenger ride-hailing | No goods, no group travel, no labour | Completely different segment |
| Yango | Passenger ride-hailing | No goods, no group travel | Completely different segment |
| Bykea | Bike delivery, small parcels | No heavy goods, no trucks, no groups | Far too small for our market |
| TCS / Leopards | Courier & parcel delivery | No on-demand, no customer tracking | No real-time booking capability |
| Local Suzuki Drivers | Unorganized goods transport | No app, no price transparency, no accountability | THIS IS OUR PRIMARY OPPORTUNITY |
| PICKIA | On-demand goods + labour + group transport | THE GAP WE FILL | First-mover in uncontested market |
5. Field Research Findings
| Drivers interviewed | 40+ suzuki/truck drivers — Saddar, Tariq Road, Hall Road (Karachi) |
| Customers interviewed | 30+ market customers across electronics and furniture markets |
| #1 Driver complaint | Waiting hours with no work — idle time is their biggest frustration |
| #1 Customer complaint | No fixed price — different rates from different drivers, no transparency |
| Driver interest in Pickia | All 40+ expressed strong interest in joining the platform |
| Customer interest in Pickia | All 30+ confirmed the problem and confirmed they would use the app |
CEO
___________________
Signature & Date
Product Manager
Syed Nizam Uddin
Signature & Date
CTO
___________________
Signature & Date
COO
___________________
Signature & Date
1. Business Objectives
| Objective | Target | Timeline |
|---|
| Launch in Karachi with registered drivers | 500 registered drivers | Month 6 |
| Achieve daily booking target | 500 bookings/day | Month 12 |
| Expand to Lahore | 200+ Lahore drivers onboarded | Month 9 |
| Reach operational break-even | Monthly revenue exceeds monthly expenses | Month 27 |
| Raise Series A | PKR 100 Million+ Series A round | Year 2 |
2. Business Model
Commission Rate: 10% on every booking — This is Pickia's primary revenue stream. The rate applies equally to Goods Transport, Family & Group Transport, and Parcel Delivery bookings.
- Platform commission: 10% on every completed booking (confirmed rate)
- Asset-light model: Pickia owns zero vehicles — drivers bring their own
- Driver model: Independent contractor — not employees of Pickia
- Payment accepted: JazzCash, Easypaisa (digital), and Cash
- B2B subscriptions for furniture and electronics shops (Phase 2)
- Surge pricing during peak hours and festivals (Phase 2)
3. Success Metrics (KPIs)
| Metric | Month 6 Target | Month 12 Target | Month 24 Target |
|---|
| Daily Bookings | 200 | 500 | 1,000+ |
| Registered Drivers | 200 | 500 | 1,500+ |
| Customer App Rating | 4.0+ | 4.2+ | 4.5+ |
| Driver Retention Rate | 70% | 80% | 85%+ |
| Average Booking Value | PKR 400 | PKR 500 | PKR 600 |
| Monthly Revenue (10% commission) | PKR 2.4 Lakh | PKR 7.5 Lakh | PKR 18 Lakh |
4. Constraints
| # | Constraint | Impact | Mitigation |
|---|
| 1 | Budget: PKR 45 Million over 2 years | Cannot add scope freely | MoSCoW prioritization strictly enforced |
| 2 | Android only — Phase 1 | Misses iOS users | iOS app planned for Phase 2 |
| 3 | Cash-heavy market (60%+ prefer cash) | Commission collection is harder | Weekly cash settlement system for drivers |
| 4 | Driver literacy — basic smartphone users | App adoption may be slower | Simple Urdu UI + WhatsApp onboarding support |
| 5 | PECA 2016 compliance required | Data must be stored in Pakistan | AWS Pakistan region / data localization |
CEO
___________________
Signature & Date
Product Manager
Syed Nizam Uddin
Signature & Date
CTO
___________________
Signature & Date
COO
___________________
Signature & Date
1. Purpose
Defines all standard terminology used across the Pickia documentation suite. Every team member must use these definitions consistently across all documents, conversations, and development tasks.
2. Standard Terms
| Term | Definition | Used In |
|---|
| Booking | A confirmed transport request from a customer, assigned to a registered Pickia driver | All documents |
| Trip | An active booking — from the moment the driver/rider starts until the booking is completed | App, PRD |
| Driver | A registered individual with a CNIC-verified vehicle (truck/suzuki) who accepts bookings on the Pickia platform | All documents |
| Rider | A registered individual with a CNIC-verified motorcycle who accepts parcel bookings on the Pickia platform | All documents |
| Customer | An individual using the Pickia app to book transport or parcel services | All documents |
| Helper | A registered person who assists with loading/unloading heavy goods at the destination floor | PRD, FRS |
| Parcel Details | Dimensions, weight category (under 10kg), and description of the package entered by the customer | PRD, FRS, App |
| Pre-Booking | A booking made in advance — minimum 1 hour, maximum 7 days ahead of the required time | Family Transport |
| Instant Booking | A booking for immediate service — driver/rider responds within 60 seconds of notification | Goods + Family + Parcel |
| Commission | Pickia's 10% fee deducted from every completed booking fare (confirmed rate) | BRD, Business Model |
| Weekly Settlement | Cash-payment drivers/riders owe Pickia their accumulated commission from cash trips — collected weekly | Payment flow |
| Auto-Helper Suggestion | System automatically calculates required helpers based on item type and destination floor number | PRD, FRS |
| Surge Pricing | Automatic price increase during peak demand — attracts more drivers/riders during busy periods | Business Model (Phase 2) |
| CNIC Verification | National Identity Card check performed on every driver/rider before they are activated on Pickia | Security, Onboarding |
| Admin | Pickia operations team member with full access to the Pickia admin web panel | Admin documents |
| Phase 1 | First version of Pickia — Android only, Karachi launch, goods + family transport + parcel delivery | All documents |
| Phase 2 | Second version — iOS, B2B portal, inter-city trips, scheduled bookings | Scope document |
| Sprint | A 2-week development cycle focused on delivering specific, agreed features | Sprint plan, PM docs |
| Analytics Nest | The registered parent company — Pickia is a product of Analytics Nest Pvt. Ltd. | Legal, all headers |
CEO
___________________
Signature & Date
Product Manager
Syed Nizam Uddin
Signature & Date
CTO
___________________
Signature & Date
COO
___________________
Signature & Date
1. Purpose
This document defines exactly how much a driver earns per trip on Pickia. This is critical business logic required by developers to build the driver earnings dashboard and payment processing module.
2. Commission Structure
Pickia Commission Rate: 10% per booking
Driver earns: 90% of total fare on every completed trip.
| Component | Rate | Example (PKR 1,000 trip) |
|---|
| Total Customer Fare | 100% | PKR 1,000 |
| Pickia Commission | 10% | PKR 100 |
| Driver Earnings (per trip) | 90% | PKR 900 |
3. Payment Method Handling
| Payment Method | How Driver Gets Paid | Commission Collection |
|---|
| JazzCash / Easypaisa | 90% transferred to driver wallet instantly after trip completion | 10% automatically held by platform |
| Cash | Driver collects full cash amount from customer | Driver owes 10% to Pickia — collected via weekly settlement |
4. Weekly Settlement (Cash Trips)
- Every Monday, Pickia calculates total commission owed from all cash trips of the past 7 days
- Driver receives a notification with the exact amount owed to Pickia
- Driver pays via JazzCash or Easypaisa transfer to Pickia's merchant account
- Driver account remains active only if weekly settlement is paid within 48 hours
- Drivers with unpaid settlements for 2+ consecutive weeks are suspended pending review
5. Sample Earnings Scenarios
| Scenario | Total Fare | Pickia (10%) | Driver/Rider Earns (90%) |
|---|
| Short goods trip — 3 km | PKR 400 | PKR 40 | PKR 360 |
| Medium home shifting — 8 km | PKR 1,200 | PKR 120 | PKR 1,080 |
| Hiroof — family picnic | PKR 4,000 | PKR 400 | PKR 3,600 |
| Coaster — wedding baraat | PKR 15,000 | PKR 1,500 | PKR 13,500 |
| Full truck — warehouse shift | PKR 8,000 | PKR 800 | PKR 7,200 |
| Motorcycle Parcel — 5 km delivery | PKR 155 | PKR 15.5 | PKR 139.5 |
CEO
___________________
Signature & Date
Product Manager
Syed Nizam Uddin
Signature & Date
CTO
___________________
Signature & Date
COO
___________________
Signature & Date
1. Purpose
Defines the exact algorithm the Pickia system uses to calculate the fare shown to the customer before booking confirmation. This is a core business logic document required by backend developers.
Important: All fares shown to customers are locked upfront — the price cannot change after booking confirmation. No surprise charges.
2. Goods Transport — Fare Formula
Total Fare = Base Fare + (Distance × Per-km Rate) + Floor Delivery Charge + Helper Fee
| Vehicle Type | Base Fare (PKR) | Per-km Rate (PKR) | Notes |
|---|
| Chingchi / Loader Rickshaw | 150 | 20/km | Short distance, small items only |
| Suzuki Pickup (Shehzore) | 300 | 35/km | Most common goods vehicle |
| Mini Truck | 500 | 50/km | Medium home shifts |
| Full Truck / Mazda | 800 | 70/km | Full home shifting, warehouse goods |
Floor Delivery Charges
| Floor | Additional Charge (PKR) |
|---|
| Ground Floor (0) | No extra charge |
| 1st Floor | PKR 200 per helper |
| 2nd Floor | PKR 300 per helper |
| 3rd Floor + | PKR 100 additional per floor above 2nd |
3. Parcel Delivery — Fare Formula
Total Fare = Base Fare + (Distance × Per-km Rate)
| Vehicle Type | Capacity / Constraint | Base Fare (PKR) | Per-km Rate (PKR) |
|---|
| Motorcycle Rider | Max 10 kg, standard box size | 80 | 15/km |
4. Family & Group Transport — Fare Formula
Total Fare = Base Fare + (Distance × Per-km Rate)
| Vehicle | Capacity | Base Fare (PKR) | Per-km Rate (PKR) |
|---|
| Toyota Hiroof | 7–9 persons | 800 | 40/km |
| Toyota Hilux / Land Cruiser | 6–8 persons | 1,000 | 50/km |
| Toyota Hiace | 12–15 persons | 1,500 | 60/km |
| Toyota Coaster | 25–30 persons | 3,000 | 80/km |
| AC Luxury Bus | 35–45 persons | 6,000 | 100/km |
| Mini Bus (Non-AC) | 35–40 persons | 4,000 | 80/km |
Note on Pricing: All prices in this document are indicative launch prices for Karachi Phase 1. Final prices will be confirmed by the CEO after market validation in Month 1–2 of operations. Prices may vary by city in Phase 2.
CEO
___________________
Signature & Date
Product Manager
Syed Nizam Uddin
Signature & Date
CTO
___________________
Signature & Date
COO
___________________
Signature & Date
Document Suite Summary
Corrections & Version Notes
All changes made from Version 1.0 (LoadUp) to Version 1.1 (Pickia)
Version History
| Version | Date | Change Made | By |
|---|
| v1.0 | 2026 | Initial document suite created (under name "LoadUp") | PM — Syed Nizam Uddin (AI-assisted) |
| v1.1 | June 2026 | Brand renamed: LoadUp → Pickia throughout all documents | PM — Syed Nizam Uddin |
| v1.1 | June 2026 | Commission rate confirmed and standardized to 10% across all documents | CEO + PM |
| v1.1 | June 2026 | Karachi population corrected: 30M → 16M (PBS 2023 Census) | PM |
| v1.1 | June 2026 | Islamabad population corrected: 2.5M → 5M (Islamabad + Rawalpindi) | PM |
| v1.1 | June 2026 | Document count corrected: 74 → 77 | PM |
| v1.1 | June 2026 | Timeline corrected: "5-Week" → "6-Week" | PM |
| v1.1 | June 2026 | Added DOC-NEW-A: Driver Earnings Model (P1 Critical) | PM |
| v1.1 | June 2026 | Added DOC-NEW-B: Pricing Calculator Logic (P1 Critical) | PM |
| v1.1 | June 2026 | Integrated third service (Parcel Delivery) and motorcycle rider details across all documents | PM |
| v1.1 | June 2026 | Analytics Nest identified as parent company of Pickia product | PM |
| v1.1 | June 2026 | Qatar/UAE market data clarified — Phase 3 only, not in Phase 1 scope | PM |
| v1.1 | June 2026 | Pickia brand colors, Poppins + Inter fonts applied throughout | PM |
Pending Actions Before Review
| # | Action Required | Owner | Status |
|---|
| 1 | Add actual co-founder names to all approval signature blocks | PM | Pending |
| 2 | Complete Admin Panel Requirements document (P1 Critical) | PM + CTO | Pending |
| 3 | Embed or properly reference Pickia_PRD_v1.0 in DOC-10 | PM | Pending |
| 4 | Add Push Notification Strategy document (P2) | PM | Pending |
| 5 | Add Marketing & Driver Acquisition Plan (P2) | PM + COO | Pending |
| 6 | All 4 co-founders review and sign this version before sharing with Sir Saleem | All | Required |
Document Storage: All Pickia pre-development documents are stored in Google Drive — Pickia Workspace (Analytics Nest Pvt. Ltd.). Version history is maintained in Google Docs. Access restricted to co-founders and Sir Saleem only.
PICKIA
Pakistan's On-Demand Transport Platform
A product of Analytics Nest Pvt. Ltd.
Syed Nizam Uddin — Product Manager
0344-2564099 · nizam@analyticsnest.co
Confidential · Internal Use Only · 2026